Why email is the #1 promotional tool for authors

Every author has their own approach to marketing. For some it's sticking their head in the sand. But for authors that see themselves as a brand, they connect with readers, leverage a professional website, and build a loyal following. How? With email.

Readers are granting you permission

When a reader opts-in to your email list, they’re expressing interest in what you have to say. They’re proactively granting permission for you to speak to them.

Email as a form of communication is special in that it’s intimate. It nurtures relationships over time.

It’s like your own personal conversation with your reader. It allows you to get right in front of your reader with longer form content. It’s non-intrusive. They get a notification of something new, but they don’t have to open it right then and there. And unlike your social posts, they don’t get buried.

Building relationships

Email forms the foundation of a lasting relationship that can go a long way in getting your book sold and building your true fans.

Through email, you’re able to establish a connection with your audience, and be in direct communication with them, which is essential for any brand.

Most people receive loads of email every day. The mere fact that they give you permission to add to their already overflowing inbox is huge a sign of trust. Don’t abuse this trust.

Is an email list only for published authors?

Your email list will allow you to build an audience of followers that anticipates your work. So this doesn’t mean you have to wait for your first or next book to come out, to launch a list. Start collecting followers. Imagine launching your next title to a list of 1,000 email subscribers.

Types of email lists

Still have reservations about collecting email subscribers? I bet most of your concern is centred on sending email.

Let’s look at two main types of emails.

Option 1: Newsletter

A typical newsletter will send readers emails on a regular schedule. Traditionally, a newsletter is a branded highly-visual HTML email. It leads in with a ‘welcome’ message, and follows with a collection of news, both your own and shared from other sources.

Pros

You’re committing to a set publishing schedule (well, a pro and a con).

Your subscribers know what to expect.

The content doesn’t always have to be about you, you can share interesting book industry news.

Cons

You’re committing to a set publishing schedule.

Curating content from a wide range of sources is time consuming.

Often news is time sensitive, so you’re producing content that isn’t ‘evergreen’, it will date.

Rachael choose to go with a quarterly email that offers snippets of her work, video greetings, competitions, and general updates on the world of her ‘Spark’ trilogy.

Option 2: Notification

Another option for your email list, is to send a notification broadcast to your list any time you publish a new piece of content.

Some common examples of new content could be a blog post, podcast episode, interview, opinion piece, or video.

Pros

A great way to promote your blog posts.

Your email is focussed on one goal, readers will click for one piece of content.

Can be automatically sent when you publish a post (though not recommended).

Notifications are much faster to create.

Cons

Unless you’re committed to a blogging schedule, your email sends will be erratic.

You may end up sending too many emails to your readers.

When focussed on one piece of content, can be more hit or miss.

Your blog content must be valuable to the reader.

More on automatic and manual emails sending in a later post in this series.

How I use my email list

It’s possible you were notified of this article via my email list. My email list is a channel to my readers that offers useful evergreen strategies and tips for authors. I use social media to share time sensitive news, chat with the author community, and drive traffic back to my site.

12 email list ideas that turn fans into loyal true fans

In this age, you can’t just write a book, have it published, and hope that it sells.

Even if it’s simple, you need to have a solid marketing strategy in place to grow your audience long term. Building your email list should be an essential part of that strategy.

But there are so many email marketing options out there. Which to choose? Where do you start?

In the next part of this series, I simplify all of that. We’ll look at:

Choosing a free email service: Mailpoet or Mailchimp

How to add a sign up form to your website

Getting subscribers and promoting your email list

Read this next:

3 Simple steps to setting up your email list to build your audience

There are so many email marketing options out there. Which to choose? In this next article, I help you choose the right email marketing software, adding a subscribe form to your site, getting subscribers, and promoting your list. Continue reading...

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